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腾讯的迷失域——屡失先手的企业市场

2017-08-07 18:31:04   中国经济网

作者:非来非去

知乎上搜索腾讯,有个问题很长时间都处于第一位,“腾讯的软肋是什么?”

这个问题,按照反证的逻辑进行推论就是,腾讯似乎没有软肋。

的确,从外部来看,腾讯几近无懈可击——坐拥数十亿用户,拥有最庞大的入口流量,层出不穷的现象级产品,广阔的投资版图,低调而谦逊的企业文化,创新的组织结构和内部驱动机制,以及不时刷爆朋友圈的“别人家”公司的福利待遇等等。

但正因为如此,寻找腾讯的弱点又变成一件十分诱人的事情。而当我们把BAT的企业模式进行简化拆析,又会发现一个非常有意思的现象:那就是,腾讯可能是其中唯一一家纯粹的C2C连接者。

百度搜索连接的是竞价排名组织与个人,阿里电商连接的是商家与消费者,BA两家一端绑定企业,一端通向个体,依据最核心的业务形态之便,兼具企业需求的掌握与大众心理的洞察。

而腾讯,尽管在个人级产品上做到极致,却似乎并不十分擅长对企业用户的理解,并由此导致腾讯企业连接能力的不足。

何为企业连接能力?一般意义上,企业市场的连接方式可以分为4类:

1、资本连接。通过投融资,股权并购与资产重组等方式来完成。

2、文化连接。将大公司成熟的文化、管理模式向中小企业输出。

3、渠道连接。根据渠道搭建和产业链关系,开展上下游企业合作。

4、服务连接。向其它企业提供商业服务与技术赋能。

毫无疑问,这其中除了资本市场的贡献,腾讯尚未在其它方面充分证明自己的连接效能。尽管腾讯本身作为一种独特的商业生态系统,对外文化输出的欲望不强,产品模式也多半很轻,从而限制了其文化与渠道的辐射半径。但企业市场真正的业务潜能,仍然体现在服务连接的能力上,这方面,腾讯虽均有布局,却屡失先手,几乎成为最大的迷失域。

企业营销,流量胜利与广告变现难题

从门户时代,腾讯网与新浪、搜狐、网易展开流量与广告收入的追逐;到BAT之争,腾讯再度处于广告生意的落后位置,一直以来,腾讯的企业营销总是充满迷思。

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